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ABOUT PARLE• Established in 1929• 1st brands – Parle Glucose and Parle Monaco• Market leader in many products• Parle has largest such manufacturing units in India• Annual turnover 2000 crores• It has provided its products to the mass with theaffordable range.•ABOUT 65%-70% PEOPLE OF URBAN AREASPREFER TO PARLE.•ABOUT 75%-80% OF RURAL PEOPLE PREFER TOPARLE BISCUITS.

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Consumer psyche and Parle - G• Parle-G is consumed by people of all ages, from the rich to the poor, living in cities & in villages. • While some have it for breakfast, for others it is a complete wholesome meal. • For some its the best accompaniment for chai • While for some its a way of getting charged whenever they are low on energy.

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Parle - G and promotion mixAdvertising - It was advertised mainly through press ads. Thecommunication spoke about the basic benefits of energy and nutrition.In 1989 Parle-G released its “Dadaji” commercial which was a hugesuccess and was aired over a period of 6 years. The communicationspoke about the basic benefits of energy and nutrition.

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Parle - G and promotion mix (contd..)• The next level of communication associated thebrand with the positive values oflife like honesty, sharing and caring. Just a few monthsback a reminder TVcommercial was launched for Parle-G where theproduct is being called ‘hindustanki takat’• Recently Parle G has started the use of celebrity intheir advertisements

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Parle - G and promotion mix (contd..)Sales promotion -• In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero,Shaktimaan that went on to become a huge success.• In the year 2002, a national level promo - `Parle-G Mera Sapna SachHoga was run for a period of 6 months. The promo was all about fulfillingthedreams of children• VARIOUS TALENT RELATED SHOWS LIKE “

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Parle - G and Challenges• Increasing prices of basic Raw material like, Sugar, Wheat, Milk, Milkpowder.• This leading to increase in manufacturing cost of the biscuits.•Parle G very price sensitive product.•Small increase in price (by 50 paise) in past had seen high decline insales.Even though the Parle is market leader in the segment, others are alsotrying to capture the chunk of market share. Fake brands like Parel G, Parle Jee tried to extract market share. How ever only serious competition faced by Parle G is from BritaniaTiger.